Metadata based generation and management of event presentations

ABSTRACT

The present technology generally relates to metadata based generation and management of event presentations. The technology may include selecting a plurality of target audiences, programmatically generating a plurality of presentations and a presentation plan, programmatically executing the presentation plan, and programmatically adjusting the presentation plan based on monitored efficiency. The adjusting of the presentation plan may be based, for example, on performance of constituent elements of particular presentations relative to other constituent elements, e.g., from other presentations.

CROSS-REFERENCE TO RELATED APPLICATION(S)

This application claims priority to and is a 35 U.S.C. § 371 nationalstage entry of International Application No. PCT/US2017/046425, whichclaims the benefit of U.S. Provisional Patent Application No.62/374,877, filed Aug. 14, 2016. Each of the afore-referencedapplication(s) is hereby incorporated by reference.

BACKGROUND

A content item may be transmitted over a variety of channels anddisplayed to a user of a computing device via the Internet. The contentitem may be selected and presented to the user due to potential interestof the content item, or the channel, to the user. In addition, somecontent items may be selected for a particular channel based oninformation associated with the user. In some cases, presenters are ableto customize when and how their presentations appear on a channel basedon the use of cookies, unique identifiers of specific computers, tocreate an aggregation of data or behavioral targeting to increase apresenter's results for investment.

BRIEF DESCRIPTION OF THE DRAWINGS

Non-limiting and non-exhaustive embodiments of the present technologyare described with reference to the following drawings. In the drawings,like reference numerals refer to like parts throughout the variousfigures unless otherwise specified. These drawings are not necessarilydrawn to scale.

For a better understanding of the present invention, reference will bemade to the following Detailed Description, which is to be read inassociation with the accompanying drawings, wherein:

FIG. 1 is a diagram depicting an example networked computing environmentin which the technology may be practiced.

FIG. 2 is a block diagram of an example computing device in which thetechnology may be practiced.

FIG. 3 is a logical flow diagram illustrating a process for increasingthe distribution of content via a network of computing devices.

FIG. 4 includes screenshots showing a user confirmation page from amobile device according to aspects of the technology.

FIG. 5 includes a screenshots showing another user confirmation pageaccording to aspects of the technology.

FIG. 6 includes a screenshot showing a referral leaderboard according toaspects of the technology.

FIG. 7 includes a screenshot showing a referral statistics according toaspects of the technology.

FIG. 8 is a logical flow diagram illustrating a process for selectingand managing the presentation of content over the network of computingdevices.

FIG. 9 is a logical flow diagram illustrating a process for selectingtargets for the presentation of content over the network of computingdevices.

DETAILED DESCRIPTION

The following description provides specific details for a thoroughunderstanding of, and enabling description for, various embodiments ofthe technology. One skilled in the art will understand that thetechnology may be practiced without many of these details. In someinstances, well-known structures and functions have not been shown ordescribed in detail to avoid unnecessarily obscuring the description ofembodiments of the technology. It is intended that the terminology usedin this disclosure be interpreted in its broadest reasonable manner,even though it is being used in conjunction with a detailed descriptionof certain embodiments of the technology. Although certain terms may beemphasized below, any terminology intended to be interpreted in anyrestricted manner will be overtly and specifically defined as such inthis Detailed Description section. For example, the term “based on” or“based upon” is not exclusive and is equivalent to the term “based, atleast in part, on” and includes being based on additional factors, someof which are not described herein. References in the singular are mademerely for clarity of reading and include plural references unlessplural references are specifically excluded. The term “or” is aninclusive “or” operator and is equivalent to the term “and/or” unlessspecifically indicated otherwise. As used herein, the terms “component”and “system” are intended to encompass hardware, software, or variouscombinations of hardware and software. Thus, for example, a system orcomponent may be a process, a process executing on a computing device,the computing device, or a portion thereof.

INTRODUCTION

The present technology generally relates to metadata based generationand management of event presentations. Such technology may includeselecting a plurality of target audiences, programmatically generating aplurality of presentations and a presentation plan, programmaticallyexecuting the presentation plan, and programmatically adjusting thepresentation plan based on monitored efficiency. The adjusting of thepresentation plan may be based, for example, on performance ofconstituent elements of particular presentations relative to otherconstituent elements, e.g., from other presentations.

Aspects of the present technology also relate to content distributionvia a network of computing devices. The technology may includepresenting online content to users via computer networks, such as theInternet and, more particularly, to methods and systems for establishingrelationships between users wherein these relationships are employed todeliver content to users based, e.g., on potential interest in events.The present technology may additionally or alternately be employed, forexample, to increase the distribution of content via a network ofcomputing devices, to select and/or manage the presentation of contentover the network of computing devices, and to select targets for thepresentation of content over the network of computing devices.

Further, aspects of the present technology also relate to automatedtarget identification and management. The technology may includegenerating relationship tokens such as retargeting pixels according touser relationship records reflecting evaluations of whether particularusers are in or likely to be in a target demographic. The technologyalso includes transmission of the relationship tokens to computingdevices associated with the particular users and receiving a requestfrom a content producer to present content to users. Using therelationship tokens, a target audience can be determined, and contentpresented thereto, on behalf of the content producer.

Illustrative Operating Environments/Devices

FIG. 1 is a diagram depicting an example networked computing environment100 in which aspects of the technology may be practiced. With referenceto FIG. 1, an example networked computing environment 100 may include acontent provider 102, one or more publishers 104, and one or more usercomputing devices 106. Content provider 102, the one or more publishers104, and the one or more user computing devices 106 may be coupled via anetwork 108. The content provider 102, the one or more publishers 104,and the one or more user computing devices 106 may each includevirtually any type of general- or specific-purpose computing device. Forexample, these computing devices may be user devices such as desktopcomputers, laptop computers, tablet computers, display devices, cameras,printers, or smartphones, such as illustrated and discussed inconjunction with FIG. 2. In the example embodiment, content provider 102provides content for presentation to users. Content provider 102 mayalso select and/or manage the presentation of content, and/or over thenetwork of computing devices, and to targets for the presentation ofcontent.

In one implementation, content items are supplied by the contentprovider and are delivered for display on the user computing devices106. A content provider 102 may directly or indirectly generate,maintain and/or analyze content, which may be related to products orservices, including events, offered by or otherwise associated with thecontent provider 102. The content provider 102 may include or maintainone or more processes that run on one or more data processing systems.

In one implementation, a content provider 102 may execute a platform, ora system that can be programmed and therefore customized. In someexamples, a plug-in application program interface (“API”) may be used inthe platform to allow developers to build new functions that can beinjected or “plugged-in” to the system.

The publishers 104 may include any entities that generate, maintain,provide, present and/or otherwise place content into the environment100. “Publishers,” in particular, include authors of publications,wherein authors may be individual persons, or, in the case of works madefor hire, the proprietor who hired the individual responsible forcreating the online publications. The term “content” refers to varioustypes of presented information, including web-based, softwareapplication-based and/or other information that may be presented to auser using a computing device such as one of user computing devices 106.

Content may be communicated via various mediums and in various forms. Insome examples, content may be communicated through an interactivemedium, such as the Internet, and may include graphical content (e.g.,banner content), textual content, image content, audio content, videocontent, content combining one or more of any of such components, or anyform of electronically delivered content. Content may include embeddedinformation, such as embedded media, links, meta-information, and/ormachine executable instructions, including sharable links, uniquebuttons, retargeting pixels. As merely one example, the content mayinclude information regarding an event, such as an event of potentialinterest to a user of one of the computing devices 106.

FIG. 2 is a block diagram of an example computing device 200 in whichthe technology may be practiced. FIG. 2 shows an example of a computingdevice 200 intended to represent various forms of digital computers,such as laptops, desktops, workstations, personal digital assistants,servers, blade servers, mainframes, and other appropriate computers.Computing device 200 is also intended to represent various forms ofmobile devices, such as personal digital assistants, cellulartelephones, smart phones, and other similar computing devices. Thecomponents shown here, their connections and relationships, and theirfunctions, are meant to be examples only, and are not meant to limitimplementations of the subject matter described and/or claimed here.

In one implementation, computing device 200 could be user computingdevices 106 or any data processing device associated with contentprovider 102 or publishers 104 (shown in FIG. 1). Computing device 200may include a bus 202, a processor 204, a main memory 206, a read onlymemory (ROM) 208, a storage device 210, an input device 212, and outputdevice 214, and a communication interface 216. Bus 202 may include apath that permits communication among the components of computing device200.

Processor 204 may include any type of processor, microprocessor, orprocessing logic that interprets and executes instructions. Processor204 can process instructions for execution within the computing device200, including instructions stored in the memory 206 or on the storagedevice 210 to display graphical information for a GUI on an externalinput/output device such as display 214 coupled to a high speedinterface. In other implementations, multiple processors and/or multiplebuses may be used, as appropriate, along with multiple memories andtypes of memory. Also, multiple computing devices 200 may be connected,with each device providing portions of the necessary operations (e.g.,as a server bank, a group of blade servers, or a multi-processorsystem).

Main memory 206 may include a random access memory (RAM) or another typeof dynamic storage device that stores information and instructions forexecution by processor 204. ROM 208 may include a conventional ROMdevice or another type of static storage device that stores staticinformation and instructions for use by processor 204. Main memory 206stores information within the computing device 200. In oneimplementation, main memory 206 is a volatile memory unit or units. Inanother implementation, main memory 206 is a non-volatile memory unit orunits. Main memory 206 may also be another form of computer-readablestorage medium, such as a magnetic or optical disk.

Storage device 210 may include a magnetic and/or optical recordingmedium and its corresponding drive. The storage device 210 is capable ofproviding mass storage for the computing device 200. In oneimplementation, the storage device 210 may be or contain acomputer-readable storage medium, such as a floppy disk device, a harddisk device, an optical disk device, or a tape device, a flash memory orother similar solid state memory device, or an array of devices,including devices in a storage area network or other configurations. Thecomputer program product may also contain instructions that, whenexecuted, perform one or more methods, such as those described above.The information carrier is a computer- or machine-readable storagemedium, such as main memory 206, ROM 208, the storage device 210, ormemory on processor 204.

The high speed controller manages bandwidth-intensive operations for thecomputing device 200, while the low speed controller manages lowerbandwidth-intensive operations. Such allocation of functions is forpurposes of example only. In one implementation, the high-speedcontroller is coupled to main memory 206, display 214 (e.g., through agraphics processor or accelerator), and to high-speed expansion ports,which may accept various expansion cards (not shown). In someimplementations, low-speed controller is coupled to storage device 210and low-speed expansion port. The low-speed expansion port, which mayinclude various communication ports (e.g., USB, Bluetooth, Ethernet,wireless Ethernet) may be coupled to one or more input/output devices,such as a keyboard, a pointing device, a scanner, or a networking devicesuch as a switch or router, e.g., through a network adapter.

Input device 212 may include a conventional mechanism that permitscomputing device 200 to receive commands, instructions, or other inputsfrom a user, including visual, audio, touch, button presses, stylustaps, etc. Additionally, input device may receive location information.Accordingly, input device 212 may include, for example, a camera, amicrophone, one or more buttons, a touch screen, and/or a GPS receiver.Output device 214 may include a conventional mechanism that outputsinformation to the user, including a display (including a touch screen)and/or a speaker. Communication interface 216 may include anytransceiver-like mechanism that enables computing device 200 tocommunicate with other devices and/or systems. For example,communication interface 216 may include mechanisms for communicationwith another device or system via a network, such as network 108 (shownin FIG. 1).

As described herein, computing device 200 facilitates the presentationof content to a user. Computing device 200 may perform these and otheroperations in response to processor 204 executing software instructionscontained in a computer-readable medium, such as memory 206. Acomputer-readable storage medium may be defined as a physical or logicalmemory device. The software instructions may be read into memory 206from another computer-readable storage medium, such as data storagedevice 210, or from another device via communication interface 216. Thesoftware instructions contained in memory 206 may cause processor 204 toperform processes described herein. Alternatively, hardwired circuitrymay be used in place of or in combination with software instructions toimplement processes consistent with the subject matter herein. Thus,implementations consistent with the principles of the subject matterdisclosed herein are not limited to any specific combination of hardwarecircuitry and software. Despite the above-discussion, the termscomputer-readable storage medium and machine-readable storage mediumspecifically do not include or encompass communications media, anycommunications medium, or any signals per se.

Illustrative Processes

For clarity, the processes described herein are described in terms ofoperations performed in particular sequences by particular devices orcomponents of a system. However, it is noted that other processes arenot limited to the stated sequences, devices, or components. Forexample, certain acts may be performed in different sequences, inparallel, omitted, or may be supplemented by additional acts orfeatures, whether or not such sequences, parallelisms, acts, or featuresare described herein. Likewise, any of the technology described in thisdisclosure may be incorporated into the described processes or otherprocesses, whether or not that technology is specifically described inconjunction with a process. The disclosed processes may also beperformed on or by other devices, components, or systems, whether or notsuch devices, components, or systems are described herein. Theseprocesses may also be embodied in a variety of ways. For example, theymay be embodied on an article of manufacture, e.g., as computer-readableinstructions stored in a computer-readable storage medium or beperformed as a computer-implemented process. As an alternate example,these processes may be encoded as computer-executable instructions andtransmitted via a communications medium.

FIG. 3 is a logical flow diagram illustrating process 300 for increasingthe distribution of content via a network of computing devices. Process300 may also include establishing relationships between online usersthrough the use of referrals. Process 300 begins at 310 where listingsare generated or otherwise created. As one example, a listing, mayinclude an offer of admission to an event. As an additional example, alisting includes, is part of, or is associated with a page on a contentprovider's website enumerating a plurality of events of potentialinterest to a user. The listing and/or the page may also include detailsfor such events. Examples of events include concerts, comedy shows,theatrical presentations, operas, movies, educational presentations,festivals, transportation, sporting events, competitive video gameevents, other video events, eSports tournaments, and/or the like.

As one example, 310 includes creating a page on a presenter's websitelisting details on available tickets for an upcoming event. As anadditional example, the organizer of the event may drive online trafficto the presenter's website in an effort to attract users. However, alisting may be created in this or any other suitable way. At 310, eithera single listing may be created, or multiple listings, e.g., either fora single event, or for each of multiple events may be created.

Processing continues at 320 where the user's selection is received. Forexample, the content provider may receive an indication that the userhas requested a specified number of admissions to a particular event.Receiving the user's selection may also or alternately include receivingan indication that an event was selected, by the user, from amongst themultiple events. Such an indication may be received in response to auser's interaction with the content provider 102's website. In response,the requested number of admissions is added to a shopping cart for theuser.

Processing then flows to 330 where a transaction is completed. Forexample, completion of the transaction may include receivingcompensation from the user in exchange for the requested admission(s).As one example, 330 may include a check-out process in which the userprovides compensation details, agrees to terms and/or conditions for theevent, confirms interest in the event, provides details regarding theuser and/or other attendees, and/or the like.

Processing then continues to 340 where an event access authorization istransmitted, for example, by content provider 102 to a user computingdevice 106. As one example, the event access authorization may comprisean access code, access information, event information, a print-at-hometicket, an E-ticket, and/or the like. These and other examples of eventaccess authorizations may be transmitted over a website, via email, orin any other suitable way. Additionally, or alternately, the eventaccess authorization may include a physical token, a hard-copy ticket,or the like. In these examples, the event access authorization may betransmitted via mail, via a courier service, and/or the like.

Processing continues at 350 where a presentation is transmittedregarding available benefits, for example, by content provider 102 to auser computing device 106. As one example, the available benefits mayrelate to the event, and may be transmitted as a list of benefits. Theavailable benefits may include different type of benefits. For example,the benefits may include a discount for the already obtained eventaccess authorization (e.g., via a reversal of a portion or all of thecompensation). In some examples, the benefit may be unrelated to thecompensation. For example, the benefit could include enhanced access tothe event, e.g., a backstage pass or a meet and greet with a band. Inother examples, the benefit may be a credit usable towards items at theevent, such as drinks or merchandise. Further, the benefits may beunrelated to the event. For example, the benefit may include a discountor entry to a different event, and/or the like.

As one example, 350 includes content provider 102 presenting aconfirmation page to user computing device 102 offering the one or morebenefits in return for a successful referral to the event. Further, thepresentation may include a mechanism for electronically sharing apresentation relating to the event to others, e.g., via social media. Asone example, the presentation may include a unique link or button thatthe user can select to electronically “post” the presentation to theirsocial network. Moreover, such link or button may include information tofacilitate tracking, e.g., by content producer 102, of the postingand/or resulting referrals. As additional examples, as shown in FIGS. 4and 5, social media channels used by the first content user may includeFacebook and Twitter. Other social media channels used by the firstcontent user may include Foursquare, Instagram and LinkedIn, WhatsApp,Google+, and/or the like.

In one example, the presentation includes targets for the number ofsuccessful referrals required for a benefit. In various implementations,e.g., as shown in FIGS. 4 and 5, information is displayed on theconfirmation page regarding tiered number of successful referralsrequired for benefits such as a percentage reduction of the compensationexchanged for the event access authorization. Such reduction, if earned,may be refunded to a user's original form of compensation by employing astored transaction ID. In other examples, the number of referrals (orsuccessful referrals) for a benefit may be a linear target, giving afixed benefit per referral (or successful referral). Other examples,benefits may be provided in non-linear, e.g., tiered levels. Forexample, a larger benefit, benefit percentage, or the like, could beprovided per referral once a user reaches a threshold number ofreferrals.

In one example, the presentation includes a leaderboard, listing theusers with the highest number of referrals. In one implementation, e.g.,as shown in FIG. 6, the presentation includes a referral targetcorresponding to a rebate percentage and a corresponding list of userswho have referred the highest number successful referrals along with thebenefit due to the user in an effort to incentivize referrals.Alternately, a leader board illustrating a total number of referrals orother metric(s) could be provided. In another example, the presentationincludes a summary page, including, for example, event information andassociated referral statistics or other metrics. For example, as shownin FIG. 7, the presentation includes an identification of a particularevent, benefit information, and/or metrics relating to referrals forthat event. For example, the presentation of FIGS. 6 and/or 7 may beprovided to a producer of the event. Information such as illustrated inFIGS. 6 and 7, and/or employed in generating FIGS. 6 and/or 7 may beprovided to an event producer or another party via an API. For example,information such as user information including location (e.g., city,state, province, country), contact information (e.g., email address,phone number, address, social media username/identifier, referreridentifier), name (e.g., first name, last name), ticket purchaseinformation (e.g., original cost, original price), referral metrics(e.g., revenue generated, sales referred, refund due), etc. The entiretyof such information, or any subset thereof may be provided, retrieved,searched, or otherwise obtained by an event producer of other party viaan API. Also, the event producer or other party could utilizeinformation received via the API to visualize the returned information,e.g., in their own reports, or via publication such as on a publicwebsite. For example, publication on a public website could be employedto enable users to view their own referral metrics (e.g., in comparisonto other users) and to foster “competition” between users. The eventproducer or other party could also use information received via the APIto offer particular benefits to referrers, e.g., “top” referrers, suchas a backstage pass, a meet and greet with a band, merchandise, a ticketupgrade, and/or the like.

Further, differing targets of successful referrals required for a givenbenefit may be tested, and the target values selected based on thenumber successful referrals received for each of the differing targets,based on an association between benefit values and referrals, based onengagement of users to “post” to their social networks, etc. In anadditional example, higher referral targets may be initially tested in aspecific demographic, and later modified based on the number ofsuccessful referrals, total referrals, user engagement, etc. In someimplementations, differing target values may be set slightly higher foran event based on the type of event, or based on the remaininginventory/capacity for the event. In some examples, the targets may beselected to improve the return on results to the event sponsor.

Processing continues at 360 where feedback is received regardingbenefits. Such feedback may include, for example, indications of thenumber of successful referrals, total referrals, user engagement, etc.However, other feedback may also be employed. Processing continues to370 where benefits are adjusted based on feedback. In one example,benefit targets are selected based on ticket value and previous shareengagement to achieve the lowest budget per conversion. In someexamples, the share rates and conversion rates for a given benefittarget are measured and tracked, allowing for the adjustment of targetsfor a particular benefit to achieve the lowest budget per conversion. Insome implementations, mathematical testing techniques such as A/Btesting or multi armed bandit testing, or the use of machine learningtechnologies such as IBM's Watson or deeplearning4j to feed data on thedifferent targets or percentages being tested may be used.

Further, for example, a platform may be adapted for automaticoptimization. For example, a platform may split test engagement fordifferent sets of referral targets/rebate percentages based on theticket price and previous share engagement for events with similardemographics and/or ticket values. Further, confirmation pages for aparticular event may dynamically vary over time, e.g., such that theypresent dynamically varied targets/percentages to the first n % ofticket buyers. Based on measured share/“posting” and/or conversionrates, benefits may be dynamically selected based on combinations oftargets/percentages that achieve the best conversion rates/lowest budgetper conversion. Further, a dynamically determined combination may beemployed for the following (100−n)% of event access authorizations. Inthese and other ways, different benefits and/or different referraltargets may be provided to different users. For example, referraltargets may be dynamically adjusted based on feedback received from atleast one other remote computing device associated with at least oneother user regarding referral targets previously transmitted to the atleast one other remote computing device.

Process 300 may then flow to 380 where the benefit is provided to auser. For example, a user who referral(s) have reached a particularnumber may be presented with the option of selecting from benefits fromthe list of benefits that correspond to the particular number, and suchbenefit may be provided to the user. For example, the system may receivean indication of a referral made in response to the transmitting, to theuser's computing device, the list of benefits associated with referralsfor the event and referral targets, receive an indication that a benefitwas selected, by the user, from the list of benefits, and transmit, tothe user's computing device, an indication the selected benefit is beingprovided (e.g., an access code, access information, event information, aprint-at-home ticket, an E-ticket, and/or the like for the benefit).Additionally, or alternatively, a benefit may be automatically selectedand/or provided to a user. For example, the system may receive anindication of a referral being made, and initiate a return of at least aportion of compensation provided by the user for access to the selectedevent. These and other variations are possible.

From 380, processing may return to other actions. Optionally andalternatively, processing may continue at 320, or any other step ofprocess 300, e.g., if further transactions, adjustments, presentations,etc. are to be processed.

FIG. 8 is logical flow diagram illustrating process 800 for selectingand managing the presentation of content over the network of computingdevices. Process 800 begins at 810 where event metadata is received. Inone implementation, structured event metadata, such as date, location,performers, event type, event size, and ticket value, are received in aneffort to determine a target audience for an event. However, eventmetadata may be received in this or any other suitable way.

Processing continues to 820 where a target audience is determined basedon the event metadata. In some implementations, structural metadata isemployed to find resources by relevant criteria, identifying resources,bringing similar resources together, and distinguishing dissimilarresources. In some examples, the target audience will be determined byreference to social media. In one example, event metadata, such as amusic type for the event, may be used to search for Facebook users whohave been fans of the music type. Such users may then be added to atarget audience list. In other examples, event metadata, such as agerange may be used to search Facebook for users who are of the same agerange as the age range of past event attendees.

Processing then flows to 830 where additional data is received. In oneimplementation, the target audience is refined based on the use ofexternal APIs to obtain information relating to the event. In someexamples, external APIs are used to find creative content such asimages, biographies and genres related to an event or performer.

Processing continues to 840 where a plurality of presentations and apresentation plan is programmatically generated. In one implementation,multiple presentations are created which are combinations or othervariations of the content used for the particular presentations, e.g.,graphics, images, text, etc., and are set to be shown to variouscombinations or variations of audiences and/or timeframes, e.g., untilthe time that online ticketing for the event has closed. In someexamples, one or more presentation plans are created for various socialmedia platforms per performer, assigning a portion of the event's totalpromotion budget to particular platforms and individual presentations ofthe presentation plan. For example, a presentation plan may specifyvarious combinations of particular presentation(s), target audience(s),media platform(s) on which presentations are to be deployed, and/ortime-frames along with budgets for the various combinations. Alternatelyor additionally, the presentation plan may reflect differences fordifferent combinations of portions of the target audience, time-frames,and presentations, 840 may include generating different presentationsfor subsets of the of the target audience, generating differences in thepreset plan, and/or the like.

Processing then flows to 850 where presentation plan is executed andmonitored. In one implementation, the click through, engagement,conversion other rates, or other metric(s) are monitored for each of theparticular platforms and/or individual presentations. The processing at850 may also include correlating the various conversion metrics such asclick-through rate, purchase rate, user referral rate, and/or the like,with the individual elements that make up that particular presentation.For example, these and other metrics may be correlated to the individualcontent items, selected target audiences, selected media platforms,time-frames, and/or the like.

Processing then continues to 860 where the presentation plan isadjusted. In one implementation, based on the monitoring and/ordetermined performance for various particular platforms, portions of thetarget audience, and presentations, the platforms and/or presentationsthat are not resulting in a desired threshold of conversions aredisabled and more of the budget is shifted to remaining presentations,e.g., presentations with higher performing metric(s). Thresholds, forexample, may be based on a fixed threshold, thresholds for particularpresentations may be relative to performance for other presentations,etc. Moreover, the target audience may be adjusted, e.g., to shiftbudget from portions of the target audience that are not resulting insufficient conversions to other portions of the target audience. In someexamples, presentations are continuously tested and budgets areoptimized based on dynamically determined metric(s).

For example, budget may be shifted to presentations that are composed ofor for more elements with higher correlated metrics than those withlower metrics, are composed from or for elements with lower correlatedmetrics, are composed from or for a number of elements with correlatedmetrics that are above a threshold value, and/or the like. Further,budget may also be shifted to additional presentations/presentationplans, for example, to keep presentations “fresh” and/or avoid userdesensitization to presentations. These additional presentation plansmay be either generated at 840 and “saved” for later use, or may begenerated at a later time.

From 860, processing may return to other actions. Optionally andalternatively, processing may continue at 850, 810, or any other step ofprocess 800, e.g., if adjustments are to be made to the presentationplan, additional presentations are to be generated, and/or the like.

FIG. 9 is a logical flow diagram illustrating process 900 for selectingtargets for the presentation of content over the network of computingdevices. Process 900 begins at 910 where user relationship records aregenerated or otherwise obtained for users of a plurality of users. Inone implementation, the user relationship records for each of theplurality of users is generated on the computing device. However, theymay be received from another party, e.g., via an API, in other examples.

In one implementation, a record of past user interactions with thecontent provider 102, including event metadata and user profiles isanalyzed in generating relationship record(s). In some examples, suchrecords may include indicia indicative of whether particular users areassociated with a higher than average likelihood of willingness to payto attend an event, pay for travel for the event, and/or the like. Forexample, such records may include lifestyle and social interests of theuser, whether the user previously traveled to one or more events of aparticular type (e.g., a same or similar type as an event associatedwith the presentation of 940), and/or the like. Such records may also beobtained from a social media platform, e.g., via an API call, orgenerated locally based, for example, on past events of interest to theuser. Further, users who obtained entry to past events may beconsidered, for example, “high value” users, e.g., due to demonstratedwillingness to exchange compensation for an event access authorization.Additionally, users who traveled to an event, paid for travel to anevent, or who demonstrate willingness to travel to an event, may also beemployed as an indicia of a “high value” status. As one example, adetermination of willingness to travel may be based on a comparison of auser's billing or other address to the location of an event for which auser obtained an event access authorization. Also, “high value” statusmay also be associated with an ability of a user to influence others.For example, the user relationship records may include indiciaindicative of a size of the social networks of users, indicia indicativeof an extent of influence of users on other users in their socialnetwork, and/or the like.

Processing then continues to 920 where relationship tokens aregenerated, e.g., in accordance with the relationship record obtained at910. For example, such tokens may indicate that a particular user a“high value” user for particular type(s) of events, e.g., by genre,time, venue, performer, theme, content, and/or the like. In someimplementations, retargeting pixels are employed as relationship tokens.

Processing then continues to 930 where the generated relationship tokensare transmitted to a user computing device. For example, transmittingthe relationship tokens may include transmitting the relationship tokento a user's browser as part of a checkout process, e.g., for adifferent/prior event. The retargeting pixels, or other relationshiptokens, may also be attached to the user profile with the contentprovider. In some examples, the user is added to a custom audience list,such as Facebook custom audiences or Google custom audiences based, forexample, on a ruleset for generating a custom audience.

Processing then flows to 940 where a request is received to presentcontent. In some example, the request is received from a contentprovider via a self-service platform for parties interested in reachingthe content provider's “high value” audience. As one example, theself-service platform may enable the content provider to create, manage,and execute presentation campaigns targeted to the “high value”audience. The self-service platform may also provide an ability for thecontent provider to indicate/select the type of audience they want toreach or specify a particular event whose audience they want to reach.Alternately or additionally, content provider 102 may automatically orotherwise deploy and/or manage presentation campaigns on the behalf ofother parties. In one implementation, the content provider isindependent from an operator of the self-service platform.

In some examples, the request may be to present presentations to aspecific type or set of users, the set or type of users determined bythe relationship record. As one example, a request may be a request topresent content for a specific event. In some implementations, therequest to present content may include a presentation from the contentpublisher. However, the request to present content may additionally oralternatively be a request to generate presentation(s) and/orpresentation plan(s), e.g., via the technology discussed in conjunctionwith FIG. 8.

Processing then continues to 950 where the target audience isdetermined. In some implementations, the target audience is determinedby reviewing existing user relationship records and creating a sub-setof relationship records based on input from the content provider.Additionally or alternately, determination of the target audience mayalso incorporate technology such as discussed above in conjunction with810 and 820 of FIG. 8.

Processing then flows to 960 where the presentation is transmitted,e.g., to the determined target audience. 960 may also include technologyfor generating presentation plan(s), adjusting presentation(s) and/orpresentation plan(s), and/or the like. For example, 960 may includeexamples of the technology described above in conjunction with FIG. 8.The content provider may also receive compensation from the externalcontent provider for generating the audience, providing presentations,enabling contact with the audience, etc. As a more specific example, thecontent provider 104 may receive a premium on wholesale network expensesfor delivering the presentations, on the premise that the targetedaudience is of a higher value than the external content provider wouldotherwise be able to access. Thus the external content provider'sresults for investment may be higher than with other audiences.Compensation may also be shared with an organizer of an event from whichthe relationship record was generated.

CONCLUSION

While the above Detailed Description describes certain embodiments ofthe technology, and describes the best mode contemplated, no matter howdetailed the above appears in text, the technology can be practiced inmany ways. Details may vary in implementation, while still beingencompassed by the technology described herein. As noted above,particular terminology used when describing certain features or aspectsof the technology should not be taken to imply that the terminology isbeing redefined herein to be restricted to any specific characteristics,features, or aspects with which that terminology is associated. Ingeneral, the terms used in the following claims should not be construedto limit the technology to the specific embodiments disclosed herein,unless the Detailed Description explicitly defines such terms.Accordingly, the actual scope of the technology encompasses not only thedisclosed embodiments, but also all equivalent ways of practicing orimplementing the technology.

We claim:
 1. A computing device, comprising: at least one processor; andat least one memory, wherein the at least one processor and the at leastone memory are respectively configured to store and executeinstructions, including instructions for causing the computing device toperform operations, the operations including: receiving metadatarelating to an event; based on the received metadata, selecting aplurality of target audiences for one or more presentations for theevent; receiving additional metadata, the additional metadata beingreceived via a programmatic interface to the computer device, and theadditional metadata relating to at least one of a time, venue,performer, theme, or content associated with the event; programmaticallygenerating a plurality of presentations for the event, and apresentation plan for the event, the presentation plan specifyingmultiple combinations of particular presentations, time-frames for thepresentations, and media platforms on which the particular presentationsare to be deployed; programmatically executing the presentation plan,including deploying the plurality of presentations; programmaticallymonitoring efficiency of the deployed presentations, the efficiencybeing characterized by values for at least one metric for individualpresentations of the plurality of presentations; and programmaticallyadjusting the presentation plan based on the monitored efficiency. 2.The computing device of claim 1, wherein the generating of the pluralityof presentations for the event comprises: selecting combinations ofpresentation elements for individual presentations based on the receivedadditional metadata.
 3. The computing device of claim 1, wherein theprogrammatically monitoring of the efficiency of the deployedpresentations includes: correlating the values for the at least onemetric with individual presentations of the plurality of presentation.4. The computing device of claim 1, wherein the programmaticallymonitoring of the efficiency of the deployed presentations includes:correlating the values for the at least one metric with individualpresentation elements from which the individual presentations of theplurality of presentation are composed.
 5. The computing device of claim1, wherein the programmatically monitoring of the efficiency of thedeployed presentations includes: correlating the values for the at leastone metric with particular target audiences from the selected pluralityof target audiences.
 6. The computing device of claim 1, wherein thepresentation plan also specifies the target audience for which theparticular presentations are to be deployed for.
 7. The computing deviceof claim 1, wherein the values for the at least one metric include atleast one of a click-through rate, a purchase rate, or a user referralrate.
 8. The computing device of claim 1, wherein the adjusting thepresentation plan based on the monitored efficiency includes: decreasinguse of a presentation of the plurality of presentations that isassociated with a value of the at least one metric that is lower thanthat for another presentation of the plurality of presentations.
 9. Thecomputing device of claim 1, wherein the adjusting the presentation planbased on the monitored efficiency includes: increasing use of apresentation of the plurality of presentations that is associated with avalue of the at least one metric that is higher than that for anotherpresentation of the plurality of presentations.
 10. The computing deviceof claim 1, wherein the adjusting the presentation plan based on themonitored efficiency includes: increasing use of a presentation of theplurality of presentations that is composed from presentation elementsthat are associated with values of the at least one metric that ishigher than those for other presentation elements.
 11. The computingdevice of claim 1, wherein the adjusting the presentation plan based onthe monitored efficiency includes: increasing use of a presentation ofthe plurality of presentations that is composed from a plurality ofpresentation elements that are associated with values of the at leastone metric that is above a threshold value.
 12. A computer-implementedmethod, comprising: receiving metadata relating to an event; based onthe received metadata, selecting a plurality of target audiences for oneor more presentations for the event; receiving additional metadata, theadditional metadata being received via a programmatic interface to thecomputer device, and the additional metadata relating to at least one ofa time, venue, performer, theme, or content associated with the event;programmatically generating a plurality of presentations for the event,and a presentation plan for the event, the presentation plan specifyingmultiple combinations of particular presentations, time-frames for thepresentations, and media platforms on which the particular presentationsare to be deployed; programmatically executing the presentation plan,including deploying the plurality of presentations; programmaticallymonitoring efficiency of the deployed presentations, the efficiencybeing characterized by values for at least one metric for individualpresentations of the plurality of presentations; and programmaticallyadjusting the presentation plan based on the monitored efficiency. 13.The method of claim 12, wherein the programmatically monitoring of theefficiency of the deployed presentations includes: correlating thevalues for the at least one metric with individual presentation elementsfrom which the individual presentations of the plurality of presentationare composed.
 14. The method of claim 12, wherein the programmaticallymonitoring of the efficiency of the deployed presentations includes:correlating the values for the at least one metric with particulartarget audiences from the selected plurality of target audiences. 15.The method of claim 12, wherein the adjusting the presentation planbased on the monitored efficiency includes: increasing use of apresentation of the plurality of presentations that is composed frompresentation elements that are associated with values of the at leastone metric that is higher than those for other presentation elements;and decreasing use of another presentation of the plurality ofpresentations that is composed from the other presentation elements. 16.The method of claim 12, wherein the adjusting the presentation planbased on the monitored efficiency includes: increasing use of apresentation of the plurality of presentations that is composed from aplurality of presentation elements that are associated with values ofthe at least one metric that is above a threshold value.
 17. Acomputer-readable storage medium, having computer-executableinstructions stored therein, the computer-executable instructions forcausing a computing device to perform operations, the operationscomprising: receiving metadata relating to an event; based on thereceived metadata, selecting a plurality of target audiences for one ormore presentations for the event; receiving additional metadata, theadditional metadata being received via a programmatic interface to thecomputer device, and the additional metadata relating to at least one ofa time, venue, performer, theme, or content associated with the event;programmatically generating a plurality of presentations for the event,and a presentation plan for the event, the presentation plan specifyingmultiple combinations of particular presentations, time-frames for thepresentations, and media platforms on which the particular presentationsare to be deployed; programmatically executing the presentation plan,including deploying the plurality of presentations; programmaticallymonitoring efficiency of the deployed presentations, the efficiencybeing characterized by values for at least one metric for individualpresentations of the plurality of presentations; and programmaticallyadjusting the presentation plan based on the monitored efficiency. 18.The computer-readable storage medium of claim 17, wherein theprogrammatically monitoring of the efficiency of the deployedpresentations includes: correlating the values for the at least onemetric with individual presentation elements from which the individualpresentations of the plurality of presentation are composed.
 19. Thecomputer-readable storage medium of claim 17, wherein theprogrammatically monitoring of the efficiency of the deployedpresentations includes: correlating the values for the at least onemetric with particular target audiences from the selected plurality oftarget audiences.
 20. The computer-readable storage medium of claim 17,wherein the adjusting the presentation plan based on the monitoredefficiency includes: increasing use of a presentation of the pluralityof presentations that is composed from presentation elements that areassociated with values of the at least one metric that is higher thanthose for other presentation elements; and decreasing use of anotherpresentation of the plurality of presentations that is composed from theother presentation elements.